Opticon

Graft LLC's “beautiful and inviting space in a tough site” on the OPTICON store in Hamburg, Germany, is this year's Grand Winner. Judges were impressed by the simple yet bold palate. The ornate design on the carpet helps carry customers through OPTICON's long, narrow selling space. Undulating, cleverly lit wall shelves help highlight the 2,100 pairs of glasses on display within the store. Judges also lauded the choice of colors, which help make the store a “strong, clear and inviting concept.”

The dominant design element — soft seating in the center of the store — is an intriguing and playful design element. But at the same time, it does not overpower the space. One judge said it is “innovative, yet simple. The big idea comes across.”